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ONE of France's best-known mail order catalogues has apologised after web users noticed a naked man in the background of an advertising photo published on the children's section of its website.

The photo of four young children with their arms around each other running on the beach while a naked man walked serenely through the sea behind them was removed from the site Wednesday but has since gone viral on the internet.

"La Redoute has withdrawn the photo in question from its website, it has posted apologies on Facebook and Twitter," an unnamed spokeswoman told AFP.

"An internal enquiry has also been opened to determine how the error happened," she said.

A message on La Redoute's Facebook page said the company "apologises for the photo published on its site and is doing what's necessary to remove it".